Don'T Be A Dealer Who "Wretched &Nbsp And Hateful".

As a trainer, I often go deep into the front-end terminal research. market In this way, we can find problems at any time and bring instant messages to everyone. information It can make the course closer to the terminal and close to reality. This is the tenet of "from the masses to the masses".

Once I was training in a building material store in Yixing, Jiangsu. I visited the local building materials market in my spare time. When I first entered the market, I saw a very good floor brand, which I had trained for three years. So I acted as a customer and entered the shop to see how the business was. I was received by an aunt about 60 years old. During the course of communication, she found that she was not good at Putonghua, but also had half knowledge of the product. Of course, sales skills were impossible. At this point, the boss came in, recognized me at a glance, and hurriedly asked me to sit on the side of the tea and pour water. After doing that, the boss said that business was very difficult. When I asked the reason, the boss said, "brand awareness is too small, advertising is too little, and the price is so high!" I heard that he had been hypnotized by price problems. "Is it a guide?" the boss replied, "yes, it's my wife!" when I heard this, I asked, "have you read the two books," it's easier to sell like this? "The dealer answered," yes, it's very good and practical! "I asked again," since you've heard my class and read my book, you must know the importance of the guide. Why didn't you hire some good guides? "The boss's answer was very surprising and angry:" Song teacher, to be honest, I want to find it, but I haven't had time to recruit since I came back! "So I asked him who was in the shop.

A good "no time"! It's been three years, and it's been too late! What an absurd reason and logic!

In response to this problem, I made a telephone call to the general manager of the brand, saying that their dealers were "miserable and hateful". Why do you think so? Why do you think so? Let's think about it. Facing today's fierce market competition, especially those who can not get the support from the manufacturers, they can only rely on their own natural operations. The result is often "self destruction"; if they are careless, they may run gloomy, earn less money, and even throw their hard savings into the sea in the past few years, so such dealers are often the losers who have been eliminated at any time.

Why is it "hateful"? Like the floor above. Distributor Boss, when I train for them every year, I will tell you from different angles how important the terminal shopping guide is, how to upgrade and manage it, and even how to recruit the way and the steps. But after three years of training, he didn't even do anything. He didn't even want to do the simple things that he could do at the moment, but he stared at the advertisements all day, stared at the brand and stared at the price.

So what does the "hateful" dealer look like? According to my summary, there are always two outcomes:

Result one: the vicious circle of store operation.

Back to the case, the 60 year old shopping guide aunt, because she did not know the shopping guide skills, and lacked professional product knowledge, customers could only follow customers' convenience when they entered the shop. The casual quotations led customers to walk away casually, and when customers walked, they often sent a phrase "too expensive", "brand not heard", "product characteristics", "no fancy" and so on. Over time, the old aunt will be hypnotized by these "Idioms" of customers, and eventually think that their prices are too high, the brands are too small, the advertisements are too few, the products are not featured, and so on. So, he began to forgive his fault by using the reason of finding the factory. Thus, he began to complain constantly.

As a result, the shopping guide began to complain to the boss that the boss complained to the company and complained about these permanent and universal problems. Without complaining, the boss began to suspect that he had chosen the wrong brand and doubted whether the market could still do it. As a result, with the loss of confidence, business could only get worse every day. {page_break}
 

Result two: the factory's support is far from being supported.

Some dealers do not pay attention to his market, always do not invest, I ask, "what is the reason that you are not willing to invest for the company?" there are many reasons, the most of which is "less sales in our year, less contribution to the company", yes, the market contribution is really a very important reason. However, after many high-level communication with many brands, I found that the manufacturers were more willing to invest their resources in the potential market, because such a market would be more developed. What is the potential market? In the long run, it can include the size of the market cake, the strength of the distributor, the personal accomplishment and the space that can be cultivated, etc. but I think the factory will invest the potential that can be excavated immediately, that is, your current conditions of hardware and software, specifically to the home building materials industry, that is, the soft and hard conditions of the storefront, that is, the shop floor location, size, decoration and shopping guide.

That is to say, the company is more willing to invest in a better market with better store conditions, because it can get faster and more returns; and those stores that even fail to qualifying for shopping guides, regardless of how much they invest, will get twice the result with half the effort. Therefore, if the dealer boss in a case does not adjust and upgrade his guide, he may never have the support of the factory. Therefore, in the fierce market competition, we can only compete with those who are strong backed by the company.

Therefore, from a company's investment point of view, dealers must first meet the company's requirements in certain aspects, and keep consistent with the company in terms of business ideas and soft and hard conditions before obtaining strong support from the factory; otherwise, whether it is intellectual support or financial support, it is difficult to receive the company's attention.

In short, whether it is the needs of self development, and in order to get the support from the manufacturers, dealers must first have a strong executive power, first do their own things well, do well in basic skills, and then get the support and recognition of the factory before entering the good cycle of operation; otherwise, when it is "miserable and hateful", it is also the time to be eliminated.